Creating a refreshing roadmap for growth

CLIENT: LIPTON ICE TEA


The Challenge

Lipton Ice Tea is the leading global brand of iced tea around the world. However, it has always struggled to make an impact in the UK, where the ‘hot tea’ culture created significant problems for the local team when it came to executing the pan-European brand strategy. Traditional growth drivers for ice tea had always failed in the UK, no matter how they had been packaged. The team realised they needed a re-interpretation that was appropriate for the UK market.

 

The Strategy

We brought together a cross functional team to undertake a review of how ice tea was perceived in the UK and to create a new understanding of the strategy needed for success in this market.

This new approach stayed close to the pan-European brand strategy, but identified key opportunities to unlock growth in a market that would not respond to traditional ice tea thinking. Together, we built a stage by stage roadmap of creative and commercial ideas, retail plans and sponsorship executions intended to establish this key player in the market.

The campaign that emerged from this strategy was the summer ‘Day Breaker’ campaign, including a series of events across London by OMD UK, a campaign which has been attributed to growing the ice tea category by 16.1%.  The category growth is expected to continue and rise in 2016.

 

The Results

  • Became PepsiCo's fastest growing brand.

  • Reported category growth of 16.1%

  • Project strategy activated through OMD UK's 'Day Breaker' Campaign, which ran for two years.

 

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Lipton 'Daybreaker' summer events 2014/2015